Disgruntled fans of Ringo Starr are up in arms after the former Fab 4 drummer told them he didn't want any more of their fan mail and that it was going to be tossed.
Ringo turned his back on astonished fans when he issued a video message on his official website. The sour-faced 68-year-old warned fans that this was a serious message, telling them that he had too much to do.
Nothing would be signed after 20th of October, he griped, and if that was the date on the envelope, it was gonna be tossed.
But it came as no surprise to the PR profession that, after the inevitable backlash from fans, the ex-Beatle was forced to eat his words.
He promised to continue signing autographs, but refused to sign memorabilia, saying he was fed up with the inordinate amount of signed items sold on eBay.
If only Ringo had learnt from his previous PR cock-up earlier in the year, when angry Scousers beheaded a foliage sculpture of Starr outside Lime Street Station after he told the BBC that he missed nothing about Liverpool.
Had he consulted a PR agent before slapping his loyal fans in the face, the whole fiasco could have been avoided.
Any publicist would have explored ways of getting the message across to fans without affronting them, such as urging them honour him by doing something for charity in his name.